Let’s start with a fact: 95% of Amazon product listings are set up incorrectly. That means the majority of businesses and advertisers on Amazon are listing products with a title that is not designed to drive results efficiently. Optimized Amazon product titles are clearly getting overlooked, despite how crucial they are to a product’s success.
Here’s why you need to put Amazon product titles at the top of your mind.
Why Optimized Amazon Titles are Important
When a consumer searches for a product on Amazon, the first thing their eyes go to is the product title and image. Both aspects are fundamental in enticing the consumer to click on a listing and to make a purchase.
Consider the product title to be the thesis of the product. It should be a concise explanation of what the product is, how it’s useful, and its benefits. Your product title determines the relevancy of your product. If you have a title that is deemed relevant then sales are likely to increase, and daily sales have the biggest impact on Amazon’s ranking algorithm.
Having a vague, unclear product listing decreases your chances of attracting potential buyers to your product listing. On the other hand, a succinct and descriptive title will result in more clicks and conversions for your product.
Here’s a great example of an optimized Amazon product title.
Keywords have a huge impact on the audience you reach and, in turn, your product’s performance. These keywords are essentially a cue to Amazon’s algorithm to know what exactly a business wants its product to rank for. Of all the elements involved in an Amazon product listing, product titles have the most direct impact on Search Engine Optimization (SEO).
Amazon SEO is the metaphorical machine that will help increase sales, which in turn helps your product rank higher on search results, and a higher ranking means more sales; this is the circular cycle of achieving lasting success on Amazon. By incorporating keywords into your title it will be much easier for Amazon to understand your product listing.
Choosing the Right SEO Keywords for Your Product
Successful product titles are often created with thorough SEO keyword research. As previously mentioned, keywords are what make SEO run, to an extent, so it is crucial that when you choose your focus keyword(s) they have been properly researched. A strategic keyword plan will help any product rank higher on search result pages.
There are many third-party tools that can help inform a keyword strategy. Chrome extension tools, such as UberSuggest, are extremely beneficial when looking for long-tail variations of important keywords. These longer keywords often have less competition from other products.
Another useful way to obtain keywords for product titles is to look at existing Cost per Click (CPC) advertising on your preferred analytics provider and use the most profitable and relevant keywords. Competitor listings can also be utilized as a beneficial tool for keyword research by identifying what is working for them and where the gaps in your own strategy are.
Lastly, enrolling in Brand Registry through Amazon will allow your brand to participate in valuable Amazon Experiment opportunities such as A/B title tests. Using an A/B test in this situation would look like using two different titles for the same product than making those pages live on Amazon. After your chosen allotted amount of time, Amazon will provide data on which title had better sales metrics. Being able to make data-informed decisions on your optimized Amazon title will only further set your product up for continued success.
Find out even more tips to boost your Amazon sales.
How To Create an Optimized Amazon Product Title
Besides having an optimized title, the Amazon algorithm also emphasizes quality imagery and strong copy, which Amazon considers essential to a user’s experience on their site. These two elements should be low-hanging fruit to accompany your optimized title.
Once you’re equipped with your keywords, product photo, and copy, all that remains is creating the actual title.
Here are several of the best ways to create and optimize your Amazon product listing.
1. Keep the User Top of Mind
It’s important to remember to keep your Amazon product title concise and to the point. Amazon Seller Central recommends using no more than 80 characters in your title for some categories like apparel, whereas others can be as long as 200 characters.
It is critical to know what category your product falls into before committing to a title. Here are the chosen categories from the example above:
Titles are also important in the user experience not just for how the title displays but also to ensure a consumer’s attention doesn’t wane.
When optimizing your titles, you need to keep your audience and user intent top of mind. Put yourself in your users’ shoes and consider what information you would need to make a purchase.
2. Follow Amazon Best Practices
It may be obvious but the simplest step in optimizing your Amazon product title is to consider Amazon’s title requirement guidelines. SEO and marketing best practices are nearly always in flux, so it is important to continually refer to the source material to make sure your business hasn’t missed any important updates.
There are however a number of static rules. One such rule is that Amazon forbids titles from including promotional phrases like “free shipping” or “100% satisfaction guaranteed” in titles.
It’s also crucial to avoid keyword stuffing. It may seem like a good idea to fit as many keywords as possible into a small space, however, Amazon’s algorithms are sophisticated enough to recognize this and penalize your product.
Amazon’s best practices also advise against using ALL CAPS. After all, you wouldn’t want to shout at your customer, right?
3. Iterate Often
It’s imperative to iterate often, as it’s unlikely that any brand will have the ideal product title on the first try. Spend time digging into data, running more experiments, and leveraging those results to have the most optimized title for your product. Try expanding on product information and experiment with things like colors, variations of the product, pack sizes, etc. to inform your next test.
While there are many technical requirements, the theme of these essentially equates to this: provide your users with informative titles so they know exactly what they are buying. Using a vague title with missing information is a guaranteed way to have customers ignore your listing or have a negative user experience. It’s important to build confidence through accuracy.
90% of purchases on Amazon occur through search, so it is essential to have a product title that adheres to the best practices for Amazon product title development.
Need further assistance with your Amazon products? Reach out to Booyah’s team of experts today!